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2013
CUSTOMER SUCCESS
IntuitProactive Digital Engagement Calculates to a Delightful Experience
2013 LivePerson, Inc.© 1
CUSTOMER SUCCESS Intuit
Intuit, Inc. sought to delight its customers by building digital engagement into a larger strategy to improve the customer experience. Later, the company consolidated live chat operations and
began using transcription and text analytics to optimize the customer experience. As a result, Intuit has achieved
a 20 percent improvement in customer satisfaction scores for certain product lines and as much as a 25 percent
improvement in conversion rates. The company projects significant additional benefits with the recent deployment
of predictive targeting for high-value customers.
Customer experience has been a part of the corporate DNA at Intuit, Inc. since its founding. The company was a pioneer in the use of the Net
Promoter Score (NPS), and consistently achieves one of the best aggregate scores among companies of all kinds. The company’s internal mantra
is to “delight its customers,” and Intuit’s flagship products have a performance goal of being 10 points higher than its closest competitor.
Maintaining such a large competitive edge requires continual innovation. A 2007 initiative called “Design for Delight” focused on anticipating
customer needs and proactively building an experience to meet them. As a part of the initiative, Intuit decided to pilot a digital engagement
solution from LivePerson. “We wanted to ‘humanize’ the web experience for our customers,” recalls Norman Happ, who at the time was the
director of sales for the Quicken product line and oversaw the testing and implementation of the chat solution. “From that initial pilot, we saw
immense value in digital engagement; customers had the ability to both purchase a product and get the right information without leaving the
digital channel. Not only did that help drive our conversion rates up, but it also improved our customer experience scores.”
In 2012, Happ became the vice president of sales for Intuit’s Small
Business Financial Solutions division and given a charter to transform
the telesales channel with a focus on customer experience and
product upsell and attach rates. While the LivePerson solution
was highly successful, it had been implemented in silos across the
company. Happ realized that consolidation of live chat operations
would drive better customer service and greater operating efficiency.
In total, Intuit maintains more than 140 concurrent agents.
The consolidation program, dubbed the Chat Center of Excellence,
started in late 2012 in conjunction with the consolidation of CRM
systems. “The ability to pass leads from chat into one centralized
CRM and then have the context of all digital and non-digital
engagement available to voice and chat agents in real time—
regardless of product or business line—will significantly improve our
effectiveness,” Happ observes.
Customer experience drives consolidation
2013 LivePerson, Inc.© 2
CUSTOMER SUCCESS Intuit
Broadening digital engagementWith the rollout of the Chat Center of Excellence, Happ’s team is using LivePerson’s chat conversations and
text analytics to improve not only chat operations but also website design and content delivery. “In certain
instances, the optimal customer experience is to provide self-service capabilities. But in other instances, a
live engagement is needed,” Happ relates. Specifically, the team needs to identify and engage high-value
customers, at the right time and via the right channel.
For this, Happ’s team deployed the predictive intelligence capabilities of the LivePerson platform, along
with an Intuit-patented solution developed by Happ and his team (designated “Adaptive Subscriber
Retention Based on Forecasted Retention Value of Paying Subscribers”). “We’re able to compare individual
behavior against historical behavioral data and pinpoint customers who aren’t going to purchase
regardless of the circumstances, focusing agents on other customers who have a much greater likelihood
of completing a purchase instead,” Happ explains. While his team hasn’t gotten far enough into the
deployment to quantify results, Happ believes they could be substantial—from higher conversion rates,
to larger average order values, to even greater customer satisfaction.
The ROI of a delighted customer“Our primary focus on digital engagement is on customer experience,” Happ comments. “Getting customers
the right information via the right channel is our foremost priority. Obviously, there are related benefits
around improved conversion rates, faster sales growth, and improved operating efficiency. But customer
experience is at the heart of what we’re trying to do.”
When the chat solution was initially rolled out, Intuit saw customer satisfaction scores for certain product
lines and business units improve by as much as 20 percent. “And as we’ve matured our digital engagement
models, we’ve seen these numbers improve even further,” Happ adds.
Intuit also saw its conversion rates improve with the 2007 digital engagement implementation. Depending
on the product line and business unit, they increased as much as 25 percent.
Company ProfileFounded in 1983, Intuit Inc. is the world’s largest provider of personal and small business finance software—with flagship products QuickBooks, Quicken, and TurboTax. The company’s 8,500 employees serve more than 50 million customers worldwide, and earned revenue of $4.15 billion in 2012.
“
”
We wanted to ‘humanize’ the web experience for our
customers.– Norm Happ, VP of Sales,
Small Business Financial Solutions, Intuit, Inc.
“
”
We saw immense value in digital engagement; customers had the ability to both purchase a product and get the right information
without leaving the digital channel.– Norm Happ, VP of Sales,
Small Business Financial Solutions, Intuit, Inc.
The SolutionChallenges
• Consolidate chat operations for greater efficiency and better analytics
• Identify high-value customers for specialized engagement
• Improve already-high customer satisfaction rates
LiveEngage Solution
Engagement Model: Proactive chat and voice for B2B small business e-commerce and online support
Under the Hood: Text analytics and chat conversations analysis for chat, voice, and website optimization; predictive targeting for engagement of high-value customers
Business Results
20% improvement in customer satisfaction scores for certain product lines
25% improvement in conversion rates after 2007 deployment
Faster time to resolution
Significant projected improvement in conversion rates, average order values, and customer satisfaction with predictive targeting of high-value customers
2013 LivePerson, Inc.© 3
CUSTOMER SUCCESS Intuit
About LivePersonLivePerson, Inc. (NASDAQ: LPSN) offers a cloud-based platform that enables businesses to proactively connect in real-time with their customers via chat, voice, and content delivery at the right time, through the right channel, including websites, social media, and mobile devices. This “intelligent engagement” is driven by real-time behavioral analytics, producing connections based on a true understanding of business objectives and customer needs. LivePerson is headquartered in New York City with offices in San Francisco, Atlanta, Tel Aviv, London, and Melbourne.
ContactLivePerson, Inc. T: 212.991.1794 475 Tenth Ave F: 212.609.4233 5th Floor [email protected] New York, NY 10018 www.liveperson.com
Looking to the futureWhen asked about his future digital engagement roadmap, Happ calls out three initiatives for which LivePerson’s
text and conversations analytics and predictive targeting will be key: (1) the use of big data for better outbound
targeting of underserved customers, (2) enhanced lead scoring, which should drive higher sales growth across
multiple channels, and (3) the use of personalized video to provide information in real time.
Happ is also working on a plan for engaging with customers who use mobile devices. “Mobile is something
we’re still exploring,” he says. “We’re working to put together a comprehensive understanding of customer
behavior and how they want to engage with us on the mobile front.”
Happ asserts that digital engagement is a win-win scenario for both Intuit and its customers. “In addition
to being cheaper and more efficient for us, our small business customers and accountants find digital
engagement more advantageous,” he asserts. “They can multi-task while they are getting their questions
answered or problems resolved.”
“
”
Optimizing how we identify and proactively engage high-value customers has the potential to create compelling economies of scale while
delivering higher customer satisfaction.– Norm Happ, VP of Sales,
Small Business Financial Solutions, Intuit, Inc.